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What Is Arby's Last Laugh Campaign?

1156 Words5 Pages

I chose to do my final project on Arby’s Last Laugh campaign. Arby’s is a quick-service fast-food restaurant chain based in America and is the second largest sandwich chain after Subway. Their brand purpose is to “Inspire Smiles Through Delicious Experiences” by celebrating the art of “Meatcraft” with a variety of high-quality proteins and innovative, crave-able sides. Arby’s menu is known for their signature sandwiches with a variety of meats including brisket, roast beef, steak, chicken, turkey, etc. as well as salads and sides such as curly fries and onion rings. They also offer drinks and desserts along with a kid’s menu. Founded in 1964 by Leroy and Forrest Raffel, the small sandwich shop in Ohio has since then expanded into a restaurant …show more content…

Their goals for the campaign were to generate positive consumer engagement and increase consumers’ perception of Arby’s as a savvy marketer. Since the Pharrell tweet saw great success, Arby’s wanted to reinsert themselves into a pop-culture conversation that would produce similar prosperity. About a year after the 2014 Grammy’s and the Pharrell tweet, Arby’s was presented with the perfect opportunity: Jon Stewart’s …show more content…

They accomplished their goal of reaching younger audiences and producing consumer engagement with the Arby’s tweet at Stewart, which generated 31 million earned media impressions generated by 100+ media placements including The Hollywood Reporter, People, E! and more. Moreover, both of the custom ad spots resulted in 52 million earned media impressions generated by 350+ placements including the exclusive with The Wall Street Journal. Additionally, the “Thank you for being a friend” ad is currently at 1,476,045 views on YouTube. On the other hand, Arby’s was able to solidify themselves as a savvy marketer with the campaign earning headlines such as the Forbes headline “A Courageous Arby’s Brand Turns Negatives Into Positives On Jon Stewart’s Last Show” and the Inc. headline “Why Arby’s Didn’t Fight Jon Stewart—and Why That’s

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